In the end, Apple has gotten exactly what it wanted for its users when it introduced its own mapping solution: turn-by-turn directions and lots of choice in mapping. Additionally, Apple is prominently displaying third-party map apps on the App Store (with Google Maps at the front), and delivering perhaps the best maps experience on mobile.

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Situation: Apple cannot get Google to update its maps app on iOS. It was ok, but Google refused to update it to include turn-by-turn directions or voice guidance even though Android had these features forever. Apple says, "Enough" and boots Gmaps from iOS and replaces it with an admittedly half-baked replacement. The world groans. Apple has egg on its face. Google steps up it's game and rolls out a new, free new maps app in iOS today that is totally amazing, I'm sure to stick it in Apple's face... Ooops.

Bottom line: Apple took one for the team (ate some ****) and fooled Google into doing exactly what Apple has been asking for years. Users win.

The simple (read native) solution is to use the built in Maps app. For those that love Google products they can download. I'm sure that developers will implement a link to GM if it's installed in some apps.

Both Apple Maps and Google Maps will be divergent and Apple will be free to take their technology down the path they prefer and likewise for Google.

So the Australia incident was part of the marketing plan too? Apple has always prided themselves on making products and apps that work as you'd intend them to do. I don't see how deviating from that would be helpful for Apple's image. There's an awful lot of spin on that article, and there's no why I'm buying that.

If you're a developer you likely not going to extend a bunch of effort to skip Apple's Map API and write to Google when you can't guarantee that the end user has Google Maps installed on their iDevice.

Basically this move is great. It shuts people up but there's no chance that Google can make a beachhead against the native Mapping solution. People, by and large, are going to go with what came with their phone.

So the Australia incident was part of the marketing plan too? Apple has always prided themselves on making products and apps that work as you'd intend them to do. I don't see how deviating from that would be helpful for Apple's image. There's an awful lot of spin on that article, and there's no why I'm buying that.

Google Maps isn't perfect either, even though they've had about a 5 year head-start over Apple.

Google didn't refuse to give Apple what they wanted. Apple and Google weren't able to reach an agreement. Apple wanted the new features. Google wanted the App to be branded Google Maps and also to integrate Lattitude.

Since neither party would concede, the rest is history.

The users got what the users wanted (mostly) - except for true OS integration. Apple didn't get anything but bad press. If Apple REALLY wanted to give its users everything Google was able to provide - they would have conceded during negotiations.